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The Rebranding of San Francisco’s Midmarket: Hope or Hype?
San Francisco's Midmarket district, once a bustling hub of tech innovation and vibrant street life, has over the years become a symbol of urban decay, homelessness, drug addiction, and social disorder. Recently, there has been a provocative push among real estate developers, city officials, and marketers to rebrand this troubled neighborhood as "Lower Haze" or "Lower Hayes" in an effort to revitalize its image and attract new investment. But does changing the name genuinely offer a path to renewal, or is it merely a superficial marketing ploy?